The Music Program Fans Put on Repeat
The latest iteration of Coke’s global music program, Coke Studio, was bigger than ever, featuring 18 artists, 8 original songs, and a range of prizes. To ensure it was a success, we created a digital experience fans would engage with and return to—all summer long.
Experience Above All
Whether fans experienced Coke Studio on desktop or mobile, our design and messaging ensured we captured—and held onto—their attention.
An Intuitive Interface
Inspired by the apps our audience uses every day, we created a modular design. The content needed to feel dynamic and fresh with the goal of drawing users back day after day.
Gamified to Engage
Our instant-win game inspired fans to come back every day. Then, to turn that instant gratification into sustained engagement, we gamified the grand-prize entry experience.
Users earned more entries for more engagement, and chose how to spend those entries across a range of prizes, including trips to popular music festivals and wardrobe makeovers with celebrity stylists.
A Destination for Music Lovers
If the chance to win big wasn’t enough to keep everyone coming back, we offered exclusive access to new musical collabs and behind-the-scenes footage from the hottest artists around the globe.
The best part? Every video they watched earned fans another grand-prize entry to spend on the prize of their choice.
In this way, we kept fans coming back throughout the summer with incentives that led to more engagement in a snowball effect that built on itself until Coke Studio became a destination users returned to again and again.
